Nine in Ten Brits embrace wonky fruit and vegetables as #lovewonky campaign calls on industry to celebrate vegetable positivity.

New data released by revolutionising soft drinks brand, DASH Water, reveals that nearly nine in ten (87%) of people would eat wonky fruit and vegetables if they were available. The figure increases to 93% for over 65s, compared to only 70% for those in the 18-24 age category, suggesting that our younger generations may be less in touch with what natural fresh produce looks like. 

Across the British Isles, openness to wonky fruit and veg is strongest in the north of England, Scotland and Wales where over 90% of people confirmed they’d be happy to eat wonky fruit and veg. This is compared to only 79% in London, perhaps reflecting a lack of connection with the natural world. 

Despite this strong consumer appetite for imperfect produce, up to 40%[1] of fruits and veg grown globally is currently going to waste as the lumpy and bumpy and misshapen are often rejected.  

The news comes as DASH Water, launches its first advertising campaign #lovewonky to celebrate the ‘deliciously wonky’.  DASH has been taking over London with its first ever OOH campaign to encourage the public to embrace fruits’ imperfections.  

The campaign sparked mass public engagement, as TFL banned the brand’s wonky aubergine ad for being 'too obscene'.  However, far from being put off by the offending aubergine, people embraced it, receiving viral love across social media. In response, DASH surveyed the public to find out the truth on our nation’s attitudes to wonky and the results were overwhelmingly positive. 

Revolutionising soft drinks company, DASH Water judge their ingredients on taste not looks. As long as the fruit in their drinks is delicious, they don’t care if it’s bumped, curved, broken or squashed. By saying yes to produce that others say no to, they are helping to raise awareness and shift attitudes about the big issue of food waste. One bashed up berry, curly cucumber and lopsided lemon at a time. 

DASH Founder, Jack Scott commented: “The public response to our #lovewonky campaign was overwhelming and we were delighted to see the nation embracing our beloved Mr Nosebergine who TFL had banned for being too misshapen.  The results of our poll confirm the nation is ready for wonky fruit and veg and this should give wider industry the reassurance to dial up efforts to make this delicious produce available and help tackle our food waste issue.” 

Lea Valley Growers Association Secretary, Lee Stiles commented: “We grow over 500 million cucumbers, sweet peppers and tomatoes, every year and sometimes they’re wonky!  We celebrate the news that data reveals the UK is so open to enjoying the delights of misshapen fruits and veg and call on the wider industry to respond and give people more chances to enjoy these delicious misfits!”

[1] Link